Scenario
Capturing leads who download your content is a great way to seed your database with potential buyers. But what happens to those leads after they are collected? Content downloads and webinar leads often aren’t “hot” enough to assign to a sales rep. But you can create automated campaigns with multiple touches that relate to the downloaded content to nurture the lead progressively along the buyer journey.
New leads can be automatically added to nurture campaigns based on the content topic, related topics, or their job function—with the goal of converting them to a marketing qualified lead (MQL). Automated lead nurturing campaigns can increase the rate of conversion of initial leads to high-value leads, and also shorten the time it takes for them to convert.
Triggers
• Web form submission
• Content download
Actions
• Add prospect to weekly nurture email campaign
• Offer content related to the lead’s topic interests or job role